Why your mobile game’s launch strategy is critical for long-term success
Presented by Google for Games
Catch up on the other articles from Google for Games in this series covering a wide range of topics that help developers take their games to the next level. Find them all here.
A strong launch captures early user interest, which drives installs and boosts revenue right out of the gate. From there, the stage is set for a robust player base and continued engagement throughout a game’s life cycle – an important key to the longevity of your game. But how do you prepare for a successful launch?
“You only get one chance to make an impact when you launch a game, so you have to make that first impression count,” says Katie Funk, Global Product Lead for game ads at Google. “The launch period has unique challenges to address, which is why you need a strong launch strategy, which in turn, will have enormous benefits for the long-term success of your game.”
And while every game has its own particular considerations, Google has identified some best practices that can make all the difference in a crowded mobile games market.
One of the key challenges during the launch period is determining when your game is actually ready, Funk says. In the pre-launch phase, developers should focus on optimizing their game builds and performance to ensure that players have a great first experience.
“Oftentimes games are launched a bit early because developers want to rush to get it out the door, to get people playing the game that they’re so excited about,” she says. “It’s critical to make sure that you’re testing ahead of time so that the game is in an ideal state before moving on to a global launch.”
This is the time to be measuring key metrics as your users test core game functionality and performance, and this information
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